Strategy
The GEL-QUANTUM KINETIC sneaker combines experimental engineering with functional details for everyday scenarios. Its performance capability is enhanced by technical components, creating a modern design crafted for urban exploration.
Concept
We brought the unique aesthetics of the GEL-QUANTUM to life through the cutting-edge world of fashion, following our model as they navigated the demanding physical and mental challenges of the fashion industry—often overlooked. This approach perfectly encapsulated the brand positioning of Sound Mind, Sound Body in an unexpected yet culturally relevant way.
Credits
Client: ASICS Sportstyle
Lead Client: Derick Koen
Agency: Iconic Agency
Creative Director: Thabiso Junior Ntuli
Creative Producer: Elly Roux
Director Assist / Editor – Dumisani Sibanda
Photographer: Ulrich Knoblauch
DOP: Ramon Mellett
Stylist: Justin Jurd
HMU: Alet Viljoen
Model: Andrew Chukwuka